The Women’s World Cup of France 2019 represented a great opportunity for Telemundo to elevate the popularity of women’s soccer to Spanish language audiences.

The United States had already demonstrated their formidable prowess on the pitch and it was now Velazquez’s challenge to get Spanish language audiences excited for the growth of the game and its development in Latin America while also inviting audiences, regardless of language, to engage with the highest quality execution for this event at that time.

Once more, Velazquez’s narrative braintrust for these opens, Adriano Roig and Adrian Costas together with SVP Robert Pardo, developed a a concept that would help Telemundo realize the value proposition Velazquez wished to achieve with their coverage, a presentation equal to and perhaps better than what they had done for the men in 2018.

The pitch this time was to garner as much support and participation from powerful and influential women across different walks of life, including a U.S. Senator, a NASA astronaut and the FIFA General Secretary at that time.

In keeping with Velazquez’s belief that previous executions should inform future opportunities, but that future opportunities must be better or differentiated from what came before, this open demonstrated the thoughtfulness and care that have come to characterize Velazquez’s approach to media.